Don't misunderstand I'm saying that a particular group of people that I've consistently shot with for the past 20 odd years, have the "brand" mentality, "if you're not shooting "a (insert brand here)," it just "isn't right." My hunting buddies are OK, "normal" folks they don't care what you're shooting with, the club guys, we'll that's another story. There is pride of ownership and I'm all for it, hell if you can afford it why not? My point as pertaining to the OP was "some folks believe and cling to ideas that fly in face of empirical evidence against it," I brought up shotguns because where I shoot skeet and trap some are led to believe that owning a certain brand will give you an edge, a notion that any experienced marksman will tell you is ridiculous. I'm not knocking Krieghoff, Perazzi, Browning or any brand, all I'm saying is that brand loyalty stems from pride of ownership, usually connected with an experience or "feeling" brought about by a product's design, exclusivity, performance or cost. BTW I'm also not nocking club shooters, most of my friends are.